idilite Industries is the latest in the long line of Indian companies which have pledged to fight AIDS. Recently, its adhesive brand Fevicol splashed an outdoor campaign in Mumbai starting on the eve of World AIDS Day. 'Stick to One Partner' said the hoardings accentuating the importance of bonding.
According to Rajesh Mehta, marketing head, Pidilite Industries the brand has tried to touch the emotional chord and create a bond with its consumers and, in the process, is also doing its bit for social awareness. Created by O&M;, Fevicol's campaign was on for the first two weeks of December. World AIDS Day is not just about wearing the red ribbon as a sign of support. It is a means of spreading the message in one's own way on the serious issue of HIV and AIDS.
Pidilite, since its inception in 1959, has been a pioneer and market leader in craftsmen products, DIY (Do-it-Yourself) products and industrial specialty chemicals in India. Pidilite's excellent advertising campaigns - both TVCs as well as in print - have been simple and effective in concept and execution. This one totally identifies with the occasion and brings out a simple fact of how strong brands can leverage their strength as market leaders to bring about social awareness.... more